Who said magazines were dead? PMP’s largest client has celebrated its “biggest launch in 10 years” with a 406pp issue complete with six-page gatefold.

Bauer Media, formerly ACP Magazines, launched the Australian edition of Elle on 23 September.

PMP is printing the monthly at its Moorebank site, although it is outsourcing the covers to Focus Press.

Bauer publisher Peter Holder said the Elle launch was a milestone event for the company.

[Photos: Moorebank behind-the-scenes tour]

“We’re over the moon. We’re glad we’re going out with a big fat book that reaffirms that launches are good for the industry,” he told ProPrint.

“You can’t talk about Bauer without referring to the old ACP. We haven’t launched anything for a long time, and to launch a brand like Elle is significant. That tells you that the advertising support is big. It’s the biggest launch we’ve done in 10 years.”

The debut issue includes premium brands such as Dior, Estée Lauder, Chanel, Louis Vuitton, Prada, Emporio Armani, Gucci, Cartier, Tiffany & Co, Hermes, Dior, Longines and L’Oréal Paris.

“They see print as one of the ways to get their message across, although a lot of those advertisers will also invest heavily in digital. It shows they see there is still enormous opportunity to engage with readers via the printed form,” said Holder.

Bauer’s general manager of production, Ian McHutchison, said the publisher received “reliable and quality service” from PMP and all its other suppliers.

“As a publisher these relationships are valued as they contribute to the success of our business. Obviously with PMP being our largest supplier in Australia, our experience is commensurate with the size that we are as a customer to their business,” he told ProPrint.

[Feature: Bauer buyout adds gloss to magazines]

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